Pengaruh Kualitas Produk, Persepsi Harga dan citra Merek Terhadap Kepuasan Pembelian Produk Sandal Merek Fipper pada Mahasiswa Prodi Manajemen Angkatan 2019 Universitas 17 Agustus 1945 Surabaya. (The Influence of Product Quality, Price Perception and Brand Image on the Satisfaction of Purchasing Fipper Brand Sandal Products on Management Study Program Students Class of 2019 University August 17, 1945 Surabaya).

Wardhani, Yanuanda Millenia Wahyu (2023) Pengaruh Kualitas Produk, Persepsi Harga dan citra Merek Terhadap Kepuasan Pembelian Produk Sandal Merek Fipper pada Mahasiswa Prodi Manajemen Angkatan 2019 Universitas 17 Agustus 1945 Surabaya. (The Influence of Product Quality, Price Perception and Brand Image on the Satisfaction of Purchasing Fipper Brand Sandal Products on Management Study Program Students Class of 2019 University August 17, 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze and prove that the influence of product quality, price perception and brand image on the purchase decision of Fipper brand sandals in management study program students of the Class of 2019 University of August 17, 1945 Surabaya. The population in this study is students of the management study program Class of 2019 at the University of August 17, 1945 Surabaya who use Fipper brand sandals Sampling technique using purposive sampling with a sample of 96 respondents. And the type of data used is quantitative data, which is derived from primary data using questionnaires. The test instruments used in this study are validity and reliability tests. The data analysis used in this study is multiple linear regression analysis, with hypothesis testing using t test, F test and coefficient of determination (R2). The results in this study show that the indicators used in this study are valid and reliable. The results of the t test state that product quality has a significant effect on purchasing decisions. Price perception has a significant effect on purchasing decisions. Brand image has a significant influence on purchasing decisions. The results of the F test prove that product quality, price perception and brand image simultaneously have a significant effect on the purchase decision of Fipper brand sandals in management study program students of the Class of 2019 University of August 17, 1945 Surabaya. As well as the test results of the coefficient of determination (R2 ) of 0.846 which means that the influence of the independent variable (X) on the dependent variable (Y) is 84.6% while the remaining 15.4% is influenced by other variables outside the model studied.

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